By PETER ANOSIKE

The Chief Executive Officer, Merriflux Ltd., Merry Onaefe Edebi, has said that media advertising in Nigeria is still at its embryonic stage when compared with the same profession in the developed countries of the world and as such there are still a lot of work to be done in the industry.

Speaking on why she floated Merriflux, the skilled business woman and celebrated Radio and TV presenter said the company aims to tackle issues such as inadequate brand visibility, limited access to quality advertising and public relations services, and the need for comprehensive media coverage.

According to her by offering specialized expertise in advertising, brand development, and public relations, MERRIFLUX would enhance brand recognition, improve public image, and contribute to the overall growth of businesses operating in Nigeria.

In this interview, she also spoke on her motivators, role models in the media industry and on other issues.

Excerpt:

Who is Merry Onaefe-Edebi?

Merry Onaefe-Edebi, is a devout Christian, a wife, a mother, a business woman and a radio and TV presenter. I hail from the Urhobo tribe in the culturally rich Delta State of Nigeria. I have National Diploma in Secretarial Studies which I obtained from Osisa Polytechnic Enugu, a Bachelor of Education in Accounting from University of Benin and then a postgraduate degree in Multimedia Journalism from the highly esteemed Pan Atlantic University in Lagos.

What inspired you into broadcasting?

As a child, my formative years were shaped by the captivating allure of radio broadcasts and television.

Programmes. The mesmerizing cadence of the presenters and the knowledge that a multitude of people tuned in to listen and watch left an indelible impression on me. At the tender age of 8, I confided in my mother about my aspirations, declaring with unwavering conviction that my dream was to become a broadcaster in the future.

During my university days, my passion for broadcasting found new inspiration through the captivating Oprah Winfrey Show. The charismatic and impactful communication style of Oprah Winfrey fueled my fascination with the world of broadcasting, solidifying my resolve to pursue a career in this dynamic field. The synergy between the spoken word and the receptive audience resonated with me, further igniting my desire to share stories, ideas, and experiences with a broader audience through the medium of broadcasting. After the completion of my academics, my journey into the realm of broadcasting began to unfold. I took my initial steps into the field through opportunities at Delta Rainbow Television and Melody FM in Warri, Delta State. These experiences not only marked the commencement of my professional foray into broadcasting but also provided me with valuable hands-on exposure to the intricacies of the industry. Delta Rainbow Television and Melody FM Warri became the canvases upon which I painted the early strikes of my broadcasting career. The vibrant atmosphere of live broadcasting, coupled with the challenges and rewards of engaging with diverse audiences, further fueled my passion for the career: From the control room to the on-air booth, each moment contributed to my growth as a broadcaster.

The amalgamation of my childhood dreams, university inspiration, and practical experiences in the studios of Delta Rainbow Television and Melody FM in Warri formed the mosaic of my journey. This fusion propelled me forward, solidifying my commitment to a path where the spoken word held the power to connect, inspire, and entertain. In Lagos, I was in the leadership and also management of Voice of the People (VOP) 90.3 FM.

Tell me briefly about your growing up days . . .

Growing up in a single-parent household, I found myself as the second of five children, surrounded by the boundless love, empathy, and unwavering dedication of my incredible mother. Our home was not only filled with familial warmth but also deeply rooted in faith, creating a nurturing environment that instilled confidence in my upbringing. In my childhood, a poignant memory stands out. I was once removed from a school match pass team by the sports teacher, who felt that I was too slim and unfit for the team that was selected to perform at the Independence Day celebrations of Nigeria. In a remarkable show of maternal support, my mother, with conviction and determination, took me back to the teacher. Holding my hand, she insisted that her daughter possessed the qualities to join the team and requested that I be placed at the front row. The teacher, swayed by my mother’s belief in me, reconsidered his decision and I rejoined the team. That incident was a very big turning point for me.

The Incident was just one of many instances where my mother’s unwavering encouragement propelled me forward. Fast forward to the post-university phase of my life when I ventured into the business world and established a factory that produced beans flour. Rather than focusing solely on the success of the business, my mother would always remind me of my childhood dream of one day becoming a broadcaster. With utmost selflessness, she urged me to pursue my passion, assuring me that she would manage the business. This pivotal moment marked the beginning of my journey into broadcasting, a path that I might not have embraced without her steadfast support and belief in my potential. My mother’s profound impact on my life is a testament to the transformative influence a loving and supportive parent can have, shaping the course of one’s dreams and aspirations.

What is Merriflux all about?

Merriflux Limited is a Nigerian based company that is dedicated to the business of media and publicity. We specialize in advertising, brand development, public relations, and media coverage, the company aims to provide comprehensive services in the field of media. Merriflux Limited strives to excel in promoting brands, managing public image, and delivering quality media solutions to clients, contributing to the dynamic landscape of media and publicity in Nigeria.

What problems has it come to solve?

Merriflux Limited has entered the Nigerian market to address various challenges and provide solutions in the media and publicity sector. The company aims to tackle issues such as inadequate brand visibility, limited access to quality advertising and public relations services, and the need for comprehensive media coverage. By offering specialized expertise in advertising, brand development, and public relations, Merriflux seeks to enhance brand recognition, improve public image, and contribute to the overall growth of businesses operating in Nigeria. The company’s presence aims to fill gaps in the market, providing tailored media solutions to meet the diverse needs of clients and foster success in the Nigerian business landscape.

What are challenges of your brand of business and how do you hope to surmount them?

Running a media and publicity business in Nigeria comes with various challenges. One significant hurdle is the intense competition within the industry. To surmount this, Merriflux intends to focus on innovation, ensuring a high standard of service delivery, and establishing unique partnerships that differentiate us from competitors. Another challenge is the infrastructure limitations prevalent in the country, including issues with power supply and internet connectivity. Merriflux plans to invest in reliable backup systems and explore alternative solutions to ensure uninterrupted operations despite these infrastructure challenges. Economic volatility is also a concern, given the fluctuations in Nigeria’s economic landscape. To address this, Merriflux aims to implement flexible pricing models and provide cost-effective yet impactful solutions, making our services adaptable to varying client budgets during economic downturns. Navigating regulatory complexities is crucial for any business in Nigeria. Merriflux is committed to investing in legal expertise to ensure compliance with local laws and building strong relationships with relevant authorities to operate seamlessly within the regulatory framework.

Talent acquisition poses another challenge, particularly in the scarcity of skilled professionals in the media and publicity industry. Merriflux plans to develop a robust recruitment strategy, offer training programs, and foster a positive work culture to attract and retain top talent. Addressing changing consumer behaviour is also a priority. Merriflux will stay updated on industry trends, leverage technology, and provide versatile services to meet the evolving demands of our target audience effectively.

Payment challenges, such as delayed or non-payment, are common concerns. Merriflux intends to implement secure payment systems, maintain clear invoicing practices, and establish transparent financial agreements to effectively manage cash flow. Merriflux is proactive in anticipating and addressing these challenges, implementing strategic solutions to position ourselves as a reliable and resilient player in the Nigerian media and publicity market. Our commitment to creativity, versatility, and client satisfaction sets us apart in the dynamic media landscape.

Where do you hope to take your company to In the coming years?

Merriflux aspires to be a prominent force in the Nigerian media industry, recognized for its innovation, comprehensive services, and client-centric approach. The company aims to expand its reach through strategic partnerships, establishing itself as a go-to choice for creative and impactful media solutions. Merriflux envisions solidifying its position as a leader, contributing significantly to the growth and success of businesses in Nigeria while maintaining a commitment to adaptability, local relevance, and proactive regulatory compliance.

What does competition mean to you?

Competition is akin to a rhythmic drumbeat fueling the passion for dancing. Engaging in competition serves as a catalyst for personal and professional growth, propelling individuals to evolve rapidly. The presence of competitors not only signifies the significance of one’s endeavors but also validates their value in a broader context. Embracing competitions becomes a driving force, instilling a relentless woro ethic to continually strive for excellence and emerge as the best in the field. The dynamic nature of competitions fosters an environment where continuous improvement is not only encouraged but becomes imperative, shaping individuals into resilient and accomplishing goals..

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